How immersive technologies are redefining the customer journey. Guest editorial

Citation

Flavián, C., Tussyadiah, I.P. and Orús, C. (2024), "How immersive technologies are redefining the customer journey. Guest editorial", International Journal of Contemporary Hospitality Management, Vol. 36 No. 11, pp. 3557-3565. https://doi.org/10.1108/IJCHM-11-2024-215

1. Introduction

The digitalization of society is crucial in achieving economic competitiveness and societal well-being. The pandemic has accelerated the digitalization of the tourism and hospitality sectors, which has fostered the emergence of more competitive, innovative, responsible, inclusive and sustainable business models. As the tourist experience is at the core of tourism management and constitutes the essence of tourism and hospitality (Tussyadaiah, 2014), most business models are oriented toward the tourist experience.

Among the technologies known as Industry 4.0, immersive technologies are crucial for digitizing the hospitality and tourism industry due to the intangible and experiential nature of the tourist experience (Tussyadiah et al., 2018). Immersive technologies transform how people experience real and virtual environments (Hoyer et al., 2020). Milgram and Kishino (1994) introduced the reality-virtuality continuum to categorize different realities. Flavián et al. (2019) further developed the continuum by introducing the concept of pure mixed reality, in which virtual objects perfectly integrate with the physical world. This advancement reflects the technological progress that supports digital-physical interactions. In the commercial context, virtual reality (VR), augmented reality (AR), augmented virtuality (AV) and pure mixed reality (PMR) are creating new environments where real and digital elements are combined at different levels. This integration results in hybrid customer experiences.

Immersive technologies significantly impact the consumer experience, encompassing the customer's cognitive, emotional, behavioral, sensorial and social responses to a company's offerings throughout the entire purchase journey (Lemon and Verhoef, 2016). Customers interact with companies through different physical and digital touchpoints in the multiple stages of their decision-making processes. In tourism and hospitality, the experience encompasses the many aspects of the customer journey, such as pre-trip planning, transportation, accommodation, activities and post-trip evaluation and reflection (Tussyadiah and Zach, 2012). The interactions between tourists and destinations, mediated through tourism products and services, produce sensory, affective, behavioral and intellectual reactions that configure their experiences (Brakus et al., 2009).

Immersive technologies can significantly impact every aspect of the tourist's experience during the entire customer journey (Tussyadiah and Zach, 2012; Flavián et al., 2019). Immersive technologies enhance a customer's core experience in two ways: directly or indirectly. Directly supported experiences involve technology acting on the same plane of reality as the customer, whether physical or virtual. On the other hand, indirectly supported experiences occur on a different plane. Empowered experiences refer to technology creating new experiences with entities. These new experiences can be related or unrelated to the customer's core experience. If related, the new experience complements what consumers are already experiencing. If unrelated, the technology creates a new experience that may influence what consumers experience, diverting them from their core experience. The impact of these diverted empowered experiences can be either positive or negative on the outcomes of their experiences.

In recent years, there has been a notable expansion in the development of immersive technologies, accompanied by an increase in the production of specialized literature examining their influence on the customer experience (e.g. Bretos et al., 2024; Orús et al., 2021). However, they have yet to gain significant traction in the consumer market. The primary limitations to widespread adoption are their lack of engaging content and inability to provide satisfying experiences (Statista, 2021). Moreover, recent global crises have created an environment of uncertainty. It will be imperative to understand the potential of immersive technologies to assist users in overcoming the economic and social challenges of the present era, including safety and security concerns, navigation of freedom-privacy trade-offs and management of over-tourism. These challenges may influence how consumers perceive their experiences. This special issue aims to enhance our comprehension of how immersive technologies affect customer experiences to develop more valuable customer experiences addressing the following three main objectives:

1. To examine the impact of immersive technologies on consumer perceptions, intentions and behaviors at the different stages of the customer journey.

2. To explore the challenges and opportunities of immersive technologies to create new experiences complementing or replacing the traditional.

3. To investigate the effects of immersive technologies on sensory stimulation and emotions.

The following sections analyze each paper's main contributions to these objectives and summarize the most critical conclusions emerging from their findings. Table 1 summarizes the different contributions made by each of the papers published in this special issue concerning these three primary objectives (impact of immersive technologies on user perceptions, intentions and behaviors at different stages of the customer journey; challenges and opportunities for the creation of experiences that complement or replace traditional experiences; and effects of immersive technologies on sensory stimulation and user emotions).

2. The impact of immersive technologies on consumer perceptions, intentions and behaviors at different stages of the customer journey

Immersive technologies can significantly influence consumer perceptions, intentions and behaviors throughout the customer journey in the hospitality and tourism industry. During the pre-consumption stage, VR can create a strong sense of presence, enhance destination image and increase visit intentions, particularly for less familiar destinations (Yu et al., 2024; Anaya-Sánchez et al., 2024). The immersive nature of VR enables prospective visitors to experience a destination virtually, influencing their perceptions and preferences before the actual visit. Immersive content triggers emotional and cognitive engagement, leading to stronger behavioral responses, such as increased booking rates and customer loyalty (Di Dalmazi et al., 2024).

During the consumption stage, VR continues to influence consumer experiences. It increases the authenticity of experiences, for example, during museum visits, resulting in higher satisfaction levels (Li et al., 2024). In niche markets, such as those serving fashion-conscious travelers, including fashion elements in VR tourism increases consumer satisfaction (Elmashhara et al., 2024), demonstrating the potential for targeted applications of immersive technologies. However, the cognitive load imposed by immersive experiences must be considered, as high levels of immersion can potentially reduce the effectiveness of the experience (Martínez-Molés et al., 2024). Post-consumption satisfaction derived from immersive experiences translates into higher loyalty, with consumers more likely to recommend the destination to others (Abou-Shouk et al., 2024). The effective integration of VR technology into hotel services can create a perception of cutting-edge innovation, directly influencing consumers' booking decisions and loyalty (Lodhi et al., 2024). This demonstrates the long-term impact of immersive technologies on consumer behaviors; that is, it continues beyond the immediate experience.

3. Challenges and opportunities for immersive technologies in creating new experiences that complement or replace conventional experiences

The integration of immersive technologies into the hospitality industry presents a range of challenges and opportunities. Indeed, they have the potential to enhance or even replace some of the more traditional experiences. Yu et al. (2024) argued that VR has the potential to significantly enhance a destination's appeal, particularly for prospective visitors who may not be able to visit physically. Consequently, tourists can enjoy destinations in new ways through these new opportunities. However, the implementation of VR requires a substantial investment and a strategic plan to overcome its inherent challenges (Lodhi et al., 2024).

While they face significant challenges, immersive technologies can create entirely new experiences. For instance, augmented reality in heritage tourism can evoke a sense of awe, increasing visitor engagement and the likelihood of recommendations (Nascimento and Loureiro, 2024). It is essential to consider ergonomics and embodiment in VR when creating comfortable and memorable experiences that surpass traditional user engagement methods (Balakrishnan et al., 2024). While the metaverse can enhance physical visits by offering supplementary experiences, it cannot entirely supplant the sensory depth of the tangible world (Cheung et al., 2024). In the luxury sector, AI can enhance personalization and exclusivity. However, it also risks undermining traditional markers of luxury, such as human interaction and artisanal service (Gonçalves, 2024). Using anthropomorphic virtual agents can improve customer service efficiency but may also raise concerns regarding losing personal touch (Ben Saad, 2024). These findings highlight the need for the hospitality industry to tread carefully and strike a balance between integrating innovation and retaining the personal touch. Finally, it should be noted that managing privacy in environments where biometric data is increasingly collected through immersive technologies represents a significant challenge. This will require the development of robust privacy frameworks (Liyanaarachchi et al., 2023).

4. The impact of immersive technologies on sensory stimulation and emotions

Immersive technologies are transforming the hospitality industry. These technologies offer unparalleled opportunities for emotional engagement and sensory stimulation, enabling the development of immersive experiences that captivate consumers and leave enduring impressions. VR transports users into realistic virtual environments and stimulates multiple senses. By engaging multiple senses, VR creates a heightened sense of presence that intensifies emotional responses. This multisensory stimulation can evoke excitement, wonder and awe, increasing customer satisfaction and memorability (Lodhi et al., 2024; Nascimento and Loureiro, 2024). Perceived authenticity is another critical factor in the success of immersive technologies. When VR experiences accurately replicate real-world environments or historical settings, users feel a stronger emotional connection to the content, enhancing the experience's overall impact (Li et al., 2024). This is particularly relevant in heritage tourism, where AR can bring the past to life and evoke profound awe and appreciation for cultural heritage (Nascimento and Loureiro, 2024). Immersive technologies also have the potential to influence consumer behaviors beyond the immediate experience. For example, VR experiences promoting safe travel can increase emotional involvement and empathetic responses, encouraging users to make more responsible choices in real-life situations (Fatma and Bhatt, 2024). Nevertheless, it is essential to note that the efficacy of immersive technologies in improving emotional engagement and sensory stimulation depends on several factors. Balancing sensory input with cognitive load is crucial to avoid overwhelming users and diminishing the overall experience (Martínez-Molés et al., 2024). In addition, incorporating elements that appeal to specific user preferences, such as those of fashion-conscious consumers, can further enhance emotional responses and satisfaction (Elmashhara et al., 2024). Consequently, immersive technologies can transform the hospitality industry by providing sensory-rich and emotionally engaging experiences. These technologies can increase customer satisfaction, loyalty and repeat visits by stimulating multiple senses, evoking authentic emotions and promoting positive behaviors (Abou-Shouk et al., 2024).

5. Conclusions

This special issue provides a comprehensive and detailed examination of how immersive technologies transform tourism and hospitality experiences. The various works offer valuable insights into the potential impact of these technologies on the different stages of the customer journey, addressing different dimensions of the tourist experience. Furthermore, they identify the challenges faced and opportunities presented by these technologies.

Immersive technologies can significantly impact consumer perceptions, intentions and behaviors throughout the entire customer experience (pre-consumption, consumption and post-consumption stages). VR is a particularly effective tool, especially during the pre-consumption stage. It enhances the sense of presence (the feeling of “being there”) in a virtual environment and improves the image of destinations, ultimately increasing visit intentions. These findings underscore the potential of VR to transform how customers interact with places before actually visiting them in person. Immersive technologies continue influencing the consumer experience throughout the consumption stage, augmenting authenticity, contentment and engagement. Nevertheless, the studies also emphasize the need to maintain a balance between immersion and cognitive load to achieve optimal efficacy.

Immersive technologies pose challenges and create opportunities for generating new experiences that can complement, enhance or replace traditional experiences. Thus, while the technologies offer novel methods of exploring locations and may assist destinations to reach a broader audience, concerns have been raised about the potential loss of the personal touch and the complexity of their implementation. The findings of this special issue illustrate the intricate equilibrium between novel concepts and the safeguarding of human elements. This is particularly evident in the luxury sector, where AI facilitates personalization while potentially undermining conventional markers of luxury. Furthermore, managing privacy in the rapidly expanding digital landscape is a significant hurdle that requires robust and comprehensive frameworks.

Immersive technologies considerably impact consumers' sensory stimulation and emotional responses. They can be instrumental in shaping customers' perceptions and engagement, enhancing the authenticity of experiences and eliciting certain emotions, such as wonder and happiness, which can influence loyalty. Nevertheless, the studies also highlight the ambivalent nature of sensory stimulation, noting that, while it enhances emotional involvement, it may also overwhelm users if not well managed.

The findings presented in this special issue raise significant questions that can be addressed in future research. How can tourism and hospitality optimize the use of immersive technologies while successfully addressing the challenges they pose? Which strategies guarantee that incorporating these technologies will enhance rather than diminish the consumer experience? How can we maximize the emotional influence of immersive experiences to encourage more responsible and mindful travel behaviors? Given the ongoing advances in the tourism and hospitality industry regarding technological innovations, it will be imperative to comprehensively examine the implications of immersive technologies. This will entail understanding the impact of immersive technologies on tourist perceptions and behaviors and a critical assessment of their implementation's ethical, social and environmental consequences. By adopting this approach, the industry can evolve toward a future where immersive technologies are used to create meaningful, authentic and memorable experiences that value customers and destinations.

In summary, this special issue offers a current and comprehensive discussion of the influence of immersive technologies on tourism and hospitality. The studies provide a highly interesting perspective on the intricate relationship between technologies and consumer experiences. This establishes a foundation for future research and well-informed decision-making. To design a future of tourism and hospitality that is creative, engaging and ultimately human-centric, we must continue to investigate the evolving role of immersive technologies and work to capitalize on their potential and mitigate their shortcomings.

Table 1.

Mapping the contributions of immersive technologies in hospitality and tourism

	Impact on perceptions, intentions or behaviors	Challenges/opportunities in creating new experiences	Impact on sensory stimulation emotions
1	VR media improves the sense of presence and visit intentions	VR media partially replaces physical experiences at destinations	VR content influences sensory and emotional perception, affecting consumer decisions
2	VR strengthens place attachment and increases visit intentions to rural destinations	VR strengthens place attachment and increases visit intentions to rural destinations
3	VR experiences improve destination image and increase visit intentions	VR enhances the perception of destinations, offering an alternative to physical visits	VR immersion alters emotions and perceptions, increasing visit intentions
4	IT positively influences behavioral responses and visit intent in destination marketing	IT offer new opportunities to enhance destination marketing campaigns	Immersive experiences intensify emotional responses, increasing visit intentions
5	VR enhances the sense of presence and authenticity in museum tourism and impacts decisions	VR offers new ways to experience cultural heritage, complementing or replacing physical visits to museums	Perceived presence in VR enhances authenticity and stimulates emotional responses in museums
6	Integrating fashion elements into VR experiences improves satisfaction in virtual tourism	Integrating fashion in VR creates personalized and engaging experiences	Fashion in VR stimulates emotions and improves satisfaction
7		AR enhances the heritage tourism experience and awe boosts recommendations	AR induces emotions of awe that enhance heritage experiences and recommendations
8	VR adds modernism and luxury to hotels, increasing booking intentions	VR improves the consumer experience but requires infrastructure and staff training	VR intensifies sensory and emotional stimulation, increasing satisfaction
9		Body-technology integration (embodiment, ergonomics) in VR tourism creates memorable experiences	Embodiment and ergonomics in VR enhance sensory stimulation and creates memorable experiences
10		IT encourage more responsible travel behaviors, creating new opportunities for sustainability in tourism	ITs raise awareness and empathy, stimulating emotional responses that promote responsible travel
11	Immersive VR increases the sense of presence but also increases the cognitive load	Cognitive load and presence must be balanced in immersive interfaces	VR enhances sensory load and presence, affecting users' emotional responses
12	Robots and AI facilitate social inclusion in the hotel sector	Robots and AI can increase social inclusion, but the implementation has challenges
13	Anthropomorphic virtual agents influence consumers' perceptions and behaviors in digital service interactions	Virtual agents enable service personalization but face challenges in their implementation
14	IT increases tourist satisfaction and loyalty through increased customer engagement and perceived value	IT present opportunities to improve customer satisfaction and enhance loyalty but pose challenges in their implementation
15	Immersive AI affects both the perception of luxury and differentiation in luxury hospitality	Immersive AI redefines the luxury experience, creating a balance between personalization and exclusivity
16	Metaverse immersion complements physical visits but does not replace them entirely	Metaverse trips complement physical destination visits, but there is a need to balance both worlds
17		Biometric data collection presents Challenges (privacy) and opportunities (personalization, confidence)
18	Virtual interactivity, social interaction, perceived control, usefulness and trust increase intentions to use IT	IT may enhance travel experiences (novelty or interactivity) but also raise challenges (ease of use or risks)

Notes:

1 = Yu et al. (2024); 2 = Pantelidis et al. (2024); 3 = Anaya-Sánchez et al. (2024); 4 = Di Dalmazi et al. (2024); 5 = Li et al. (2024); 6 = Elmashhara et al. (2024); 7 = Nascimento and Loureiro (2024); 8 = Lodhi et al. (2024); 9 = Balakrishnan et al. (2024); 10 = Fatma and Bhatt (2024); 11 = Martínez-Molés et al. (2024); 12 = Gonzalez-Jimenez and Costa Pinto (2024); 13 = Ben Saad (2024); 14 = Abou-Shouk et al. (2024); 15 = Gonçalves et al. (2024); 16 = Cheung et al. (2024); 17 = Liyanaarachchi et al. (2023); 18 = Pancy and Sujood (2024); AI = artificial intelligence; AR = augmented reality; IT = immersive technologies; VR = virtual reality

Source: Created by authors